It’s Bring Your Dog to Work Day today! A quick google or search on twitter will show hundreds of people bringing their pets into work and brightening up the office. If you aren’t convinced, I brought my dog to the office this morning, and morale skyrocketed. His name is Paco, an Irish Red Setter, and here he is bouncing around the office: This day is all about doing something different, making a livening up the office, and boosting morale with a friend everyone can enjoy. But how can this help your business? I don’t mean bringing a dog into the office, I mean how can the day itself help your brand grow? Bring Your Dog To Work Day is an example of what’s called a media platform, an event dedicated to an idea or raising awareness about a certain issue. Today is also National Kissing Day, one of the days of National Picnic Week, one of the days of Pride Month, the list goes on. Every single week of the year has opportunities for stories relating to these media platforms to get coverage. And we can help you be behind these stories. Due to the changing nature of media, the 24/7 news cycle, and the demand to keep up numbers, radio stations and online websites are constantly searching out content to do with these media platforms. Because media outlets know stories to do with these events will get traction, they’ll always run stories about them, and your brand can be involved, providing interesting content that audiences want.
Whatever your brand or sector is, there will events you can utilise to leverage your brand. This is effective because you won’t be advertising, you’ll be promoting your product in a subtler way, that audience don’t switch off to. The story will have their interest, and your brand will be mentioned in connection to an event that they are invested in or enjoy being a part of. The way this works is we generate an editorially justified news story based around the messages you want to communicate, and carefully craft it to best present those messages, while at the same time being an engaging story that news stations and sites will want to run, and that audiences will remember. All this feeds into your business: directly presenting you as an authority in your field, and showing you as a brand that cares about educating the public on something that matters to them. This is the way to make connections. Rather than foisting a product on them they may not want or need, you’re instead reaching out to them about something they know about, with something they want to hear. If you're interested in using media platforms to elevate your brand awareness and increase your audience reach, send us an email or call us on 020 7158 000.
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More and more companies are using advertising to tackle social issues, raising awareness while gaining more publicity for their brands. This seems like a win-win, but in reality there is a dark side to this seemingly altruistic method of advertising. When companies begin to capitalise on important political or social issues, some people might jump onto the bandwagon praising the business as more human, compassionate, or aware. But on a fundamental level, making financial gain from false sincerity is risky at best, and transparently greedy at worst. Through social media, we are increasingly seeing backlash against insensitive or outright idiotic ads, proving that the highly sought after millennial audience businesses are targeting are not as passive, apathetic, or easy to please as some would believe. Adverts are subject to a level of scrutiny unseen in previous decades, largely due to the internet, with people able to quickly spread a message or identify problematic scenes and messages in a matter of seconds. In short: people can see through disingenuous premises. Piggybacking a serious issue in an ad to say ‘Look how much we care about this, now buy our product’ only shows people that you’re willing to cash in on people’s struggles for your bank account, not to actually fix the problem. Rob Baiocco, a creative executive at the BAM Connection who has worked on campaigns for Pringles and Starburst, has said: ‘Companies are avidly and aggressively trying to get involved in a socially responsible space, and they are doing it horribly – they are grabbing at straws. […] They are entering a complex conversation they have no right to be in, yet they are forcing their way in. […] These creatives are trying to make their toilet paper save the world.’ These type of ads attempt to commoditise the issue without ever doing anything to address the underlying cause, and by sanitising and simplifying often complex factors, ads can come off as flippant. A prime example of this is the now infamous Pepsi Advert, which dared to suggest that police brutality could be solved by a soft drink. On the other hand, there have been adverts in the past that applied a deft touch and some much needed human understanding to a complex issue, leaving forced product placement and slogans out of it, focusing on the issue itself that was at the heart of the ad. Diesel chose to get political with an ad critiquing the widely lambasted wall that Donald Trump built much of his presidential campaign around promising. It features impossibly attractive people destroying the metaphorical and literal walls that divide us. While definitely cheesy, it comes across much better than the Pepsi ad, due to the fact that it never suggests that Diesel is the driving force behind political change, or that a pair of jeans would help people fight against oppression. The reason this worked, and the Pepsi ad didn’t, is because Pepsi implied their product magically fixed the problems of racial tension and police brutality. It doesn’t. Diesel, on the other hand, never once presents their product as transformative or the key to solving the problem. It merely allows discussion, facilitating positive change which in turn can inspire viewers to go out and do the same. If you tried to give riot police a Pepsi, you’d probably get tasered. A similarly divisive ad that came under fire recently was the McDonalds advert that tried to capitalise on child bereavement by suggesting a burger could build a connection between a child and a father he never knew. This movement away from the political sphere was probably seen as a ‘safe’ move by the execs at the company, which needless to say, it wasn’t. Upon first viewing, if you didn’t know what you were watching, the advert might be considered touching; however as soon as the final shot of the fillet of fish burger lands on the screen, all credibility is lost. While the concept works: the idea that you can have a connection with someone through an external source, even something as simple as a burger, the fact that it is being exploited in an ad cheapens the entire message. The bottom line is: people know you are trying to sell them something. It’s important to clarify this: If you’re genuinely interested in helping a situation, your brand can be a driving force behind increasing awareness, maybe even helping to start a conversation about ways to move forward. PR is all about pushing a message while providing helpful, interesting content that listeners identify as a source of information, not a sales pitch. If you can tie your brand into a story that explains what’s going on, that helps clarify or educate, you can be responsible for bringing about positive change without insinuating you have all the answers or that your brand is the saviour of the oppressed. People hate to be patronised, especially people close to an injustice which is already struggling to be taken seriously or attract media attention. The Pepsi advert was the latest in a string of belittling jabs at the Black Lives Matter movement, which was built to stop children and innocent people from being murdered. To help, you don’t want attention on YOU, you want it on the issue. Creating an editorial video that puts the spotlight on the issue at hand is one way you can show you care without placing your brand at the forefront. Here’s an example our company Televisualise put together that received large amounts of media attention and educated the public: By using your position to elevate an issue into the public sphere, you lend it your credibility, and in return gain public attention through doing something genuinely helpful.
For more information on how PR can help your brand, visit our Case Studies page, or get in contact with us on 020 7158 0000. There is a certain trend that has been developed during the last thirty years and widely promoted in marketing academia which is the misleading notion that marketing means advertising. Companies often spend most of their marketing budget on advertising. The belief is that advertising will help them sell their product and build more market share quicker than any other possible strategy. This belief is based on bad reasoning. You cannot sell a brand before that brand is established. More than ever companies are building their house starting from the roof rather than from the foundations.
When your positioning is essentially based on who has the lowest price it’s a race to the bottom. The problem with a race to the bottom is that you might actually win. Then you’d be left with the lowest value product: and people would associate you with low quality to go with it. Indeed, what allows a company to develop and prosper is not the overall revenue but the margin it has been able to create and, consequently, to invest to consolidate itself while amplifying its customers’ reach. A company should position itself in the part of the mind where it is seen as the solution to a particular need. How can a company position itself to do that? By becoming a market leader. According to Al Ries, the best way to become a market leader as soon as possible is by creating a new category. In my first company Radio Relations, the category of Radio PR hadn’t been defined. By creating the category of Radio PR rather than Broadcast PR, Radio Relations became a genuine market leader albeit in a niche, within a niche, within a niche. However for larger sectors creating a new category requires a lot of courage as often another brand has already broken into a new sector. Since most companies tend to join an already existing market, how can they try to identify a valuable key difference between them and their competitors and get more margins without competing on price? This is a question many marketing departments aren’t able to answer. Is it their fault? Absolutely not. In an over-saturated market where anyone can search through hundreds of companies, it’s no surprise that it’s difficult to stand out from the crowd. Trends can be followed enthusiastically without ever actually managing to say anything new. Being ‘creative’ for the sake of doing something new often results in an inconsistent or confusing message. It is far better to take some time, and come up with a considered approach to the problem of creativity. What do you offer that is new, what do you do that is different? Start with what you can offer, then think about a way to market it that you haven’t seen before. Is there a new angle to be exploited? Marketing is most effective when a variety of techniques are used. There is a major misconception around the rule of advertising in marketing, it’s not the only tool to use for marketing but just one part of the overall marketing strategy. The most effective image that comes to my mind when I try to describe marketing is that marketing is a puzzle made up of different pieces, none more important than the other. Some might be bigger, but without them all together, the picture isn’t whole. What are the names of these puzzle pieces? Advertising is just one piece that can be as big as the budget you decide to allocate to it. However, that budget should depend on the best channel for you. Which one achieves the best results for you right now? Which could do you think could go on to achieve the best results for you in the future?
It has been widely shown that most businesses rely on one or two of these channels without ever considering any others. Sometimes they don’t even know how to optimally use their main channels properly to be as efficient as they should be. This should be your main priority. So what is the main function of advertising? Advertising can be useful either to defend your positioning from aggressive competition or to consistently sustain your brand in the mind of the customer. The values associated with your brand, which is your brand positioning itself, can be effectively communicated through advertising, but this detracts time away from the ‘selling’ aspect of the advert. Advertising is often unsuitable to create a brand. Advertising is often very good at defending a brand or market share once it’s established. Before doing advertising, you must create a brand. Think Facebook, Tesla, Google, YouTube, SnapChat – zero advertising to build the brand. Most of the marketing and sales departments however do the opposite: they start advertising a product manufactured recently with the aim to use a strategy to create brand awareness. The basic process of a marketing department can be defined in a short line: Start with the what and end with the why. Which is exactly the opposite of how the brain works when it comes to making decisions. What is a decision? A decision is a motivated action. To echo Simon Sinek, the marketing process should be inverted. Start with the why. End with the what. You should start by asking: “How can I help my company shift from a business that manufactures products to a brand that people immediately think of as a solution to their problem?” Answer: Adopting an approach of consistent PR. Why PR is paramount for the long-term sustainability of your business model and your company’s life? PR is based on third party endorsements: blogs, newspapers, online newspapers, radio, tv but also trade shows, network events, testimonials or affiliate marketing, any or all of which can play a major part when it comes to building a solid PR strategy that builds your credibility in the mind of your target audience. A two-day PR campaign or an ad-hoc press release is not a strategy. A one-off rather than a sustained plan. To be effective, a PR campaign must be patient and persistent. The marketing department of any company should allocate resources to PR, especially during the first five years because that is the period when you create your brand, and it can be very difficult to change the public’s perception of who you are. Ideally you would have a monthly budget aimed to get as much targeted relevant coverage as possible. Getting positive attention is one of the most important and measurable assets a company can have in the current economy. Positive attention is a commodity you should be chasing and willingly allocating time and money into to build your brand in the mind of your audience. Even when you boost your product with a simple online ad you are claiming attention. You want that attention, but you also want to build confidence in you and what you do. Ultimately, you want to be able to do as little work as possible to convince your potential customer to buy your product. You shouldn’t have to convince your target audience to choose you by the end of a long campaign. They should know you, they should trust you, they shouldn’t have to make a choice about whether to do business with you. Visibility is always better than obscurity. You do not build a business by staying in the office, hoping people come to you. Make your business work for you. You could immediately start boosting the third-party endorsement you have had recently, along with advertising, to convey to your target audience that you are credible, newsworthy, that your company has been considered worthy of praise and are therefore worthy of trust. Just consider this: attention is limited. What you get must be taken from someone else. Attention is like time, it is a resource. The better you are at getting attention, in managing attention, in driving attention to what you do, why you do it, and how you do it, the less attention your competitors will be getting. One of the simplest ways to get started in raising your credentials is through broadcast PR. Radio has 90% audience reach per week and by putting forward a spokesperson from your brand you’ll be achieving awareness, brand positioning, credibility and well as thought leadership all in one go. If you haven’t already considered a consistent, stable and long-term PR strategy that includes radio, TV or online, fill in the contact form here, or call at our office on 020 7158 0000. Not having a video strategy in this era of online media can be extremely harmful for your brand. In terms of reach, nothing has potential for sharing like videos, and they can effectively and quickly communicate who you are, what you do, and why people should care. However, if you don’t know what you’re doing, adopting a misleading or amateurish video strategy could damage your brand’s reputation. Poorly made or poorly planned videos achieve little at best, and at worst could reflect badly on your company. It is well known in the marketing arena that companies are more willing than ever to spend thousands of their budget on creative campaigns and advertising across many different avenues, the main goal being to appeal to as wide an audience as possible, often with many messages being sent to the viewer. Instead of focusing on one key aspect or concept, scattergun approaches to advertising try to bolster the brand to seem cool or relevant in terms of trends, revolutionary in terms of product design, and invaluable to consumers or businesses as the key to success, happiness, or wealth. This is of course never all true. What many marketing departments are missing nowadays is that a creative idea on its own is not enough to build a consistent relationship with the public. One clever or viral ad will get you into the limelight for a day, but you will be replaced by an equally clever or funny video the next. Maintaining creative output will increase sales because the public will begin to recognise you, and once you are a known brand you start to become a trusted brand. The key to doing this is not to cast as wide a net as possible, but to use smart, strategic, focused techniques that target specific groups that your brand will appeal to. A video, even a video commercial, should be informative and effective at reproducing the values of the brand. These values are what people will latch onto and identify with. When we talk about video commercial we are more concerned with how creative or entertaining it is, or how many times it has been liked or shared on social media. However, thumbs up on Facebook do not pay the rent. When it comes to a video strategy with the aim to establish and maintain a brand, it is necessary to decide an editorial plan based on conveying the value of the product and how that product is the best fit when it comes to solving a specific problem or satisfying a specific need. Your message needs to be centred around helping someone, not selling to them. Once you’ve proven to be a company of quality, you’ll be held above your competitors. A flashy video that doesn’t say anything might seem slick or sexy, but ultimately they are forgettable, and don’t allow anyone to genuinely connect with what you’re about. If you can create a connection, your brand will be thought of before any others in your field, because you took the time to separate yourself from them. It is not the best product that necessarily sells more, but the first one that comes into the customer’s mind. This last sentence explains why a video strategy based on random trends or meaningless topics can’t be effective in the long term just considering the average length of the customer purchasing process.
A video strategy should be based on 3 elements:
Value. Your video has to be informative and intercept all possible objections your potential customer could make when it comes to buying your product. Prove your product to be better than the rest. Customers are very careful nowadays, especially considering the wide range of more or less similar products they can easily find online. What you want is to eliminate the need to search. Coherence. Your video should perfectly adapt to your company values, that are the values associated with your brand or better, with the perception people have on your positioning within the market. Start at where you are, and build up to where you want to be. Pretending to be something you’re not won’t work, people can see through a hastily built video designed to impress with no substance behind it. Consistency. Your video strategy should be consistent enough to create new value on a regular basis without being banal or boring. It is better not to publish than to publish something that undermines your credibility both in terms of value and coherence. Once you have a stable base of recognition, you can start rolling out more content because now you know what works. As always, keep a tight focus on what you want to achieve: what do you want to say, and who do you want to say it to? Now that you have just given a basic briefing on how to lead a potentially successful video strategy, I am offering you 20 valid reasons on why you should start today to produce value-driven, coherent video content to be published regularly and consistently where your potential customers will see and engage with it:
All this data leads to a clear conclusion: that people prioritise videos as a way to interact with and make sense of the world of information and business. If you are not involved in this process, you will be left behind. Videos do not require active effort like reading. Passive consumption of media is something that can be done over a short or long period of time, and allows information to be replayed as well as be digested at the watcher’s leisure. People are also far more likely to go back to an interesting video than an article they didn’t have time to read. Furthermore, reading involves a single sense while a video directly involves two senses: we can either watch a video with the audio turned off or listen to a video without watching it. We can’t acquire new knowledge by closing a blog or a book. People watch video at home, at work, on the train. How can a video strategy be worth it in terms of brand awareness to justify the means and the time you need to plan and develop it to be as successful as you want it to be? First of all, it comes through people having a spokesperson that represents the company’s values. People tend to like people instead of products. They trust people, especially people they have heard of, far more than the product itself. Secondly, if you are structuring your content in a way that is constantly adding value to your target audience it can become a powerful PR weapon, basically free, due to the people who will recommend your videos or endorse you just by sharing the video on their profile. Once a person has shared your content on their Facebook Timeline, for example, they are becoming a testimonial of your product and your credibility in front of all their friends. While this may be a small group of people, do not underestimate the power of a referral from a friend. The vast majority of people will be far more likely to use a product or service they’ve received a glowing review of from a friend, and will in turn be more likely to recommend it to others. Ultimately, YouTube is the second biggest search engine in terms of users’ research and it can give you a considerable hand when it comes to your search ranking on Google due to the major influence it has in SEO Optimisation. Ensuring people see you first will give a boost in business, and massively increase your credibility. Once this is achieved your brand will begin to expand itself without you doing anything, becoming an entity of immediate customer recognition, one that cannot be confused with any other. Visit our video production company Televisualise for examples of how we’ve made videos for clients including Dominos, Nationwide, and Ombar. Unfortunately, charity donation is at its lowest point since 2007. People feel increasingly targeted and aggressively marketed to, leaving them feeling obligated to donate. People want to feel like they're making a choice to help, and this is what we helped the DEC to communicate over the course of their broadcast campaign. PR is all about communicating a message effectively, which is exactly what charities need to do in order to make people aware of the key issues and why they should donate, but also that donation is a choice. Advertising often relentlessly hammers a point, leaving audiences feeling manipulated. This campaign empowers people to make a choice, presenting them with the chance to make a difference without feeling pressured or obligated. Here's a testimonial from the DEC about their campaign and how Broadcast PR helped them achieve their objectives: You’ve probably seen the recent media explosion about Fyre Festival. If you haven’t, a luxury music festival was planned on an uninhabited island in the Bahamas for the super wealthy, with tickets being sold for as much as twelve thousand dollars. Some reportedly sold for much more than that, so for that much money you would expect the trip of a lifetime. It wasn’t. When the excited festival-goers arrived on the island (many stepping off private jets), they found simple tents, cold sandwiches, and a thorough lack of water and utilities. The festival had paid hundreds of social media stars, Instagram models, and big Celebrity names to promote it on their social media. Ironically, they used these same platforms to tell the world how terrible everything was when they arrived. And with some of these names having literally millions of people read their posts, pretty soon it blew up into a media uproar, with people polarized between concern for their celebrity idols, and others gleefully relishing spoilt rich kids getting their comeuppance. Belongings were stolen, tents burned down, and the entire event was haunted by a pack of roaming feral dogs. No, really. Eventually everyone was shipped off the island, before it had the chance to fully descend into a Battle Royale/Mad Max/Jurassic Park style fight for survival. Sadly. Of course, people on social media ripped the festival to shreds: To get some advice on how to run a PR campaign, or to join one of our Radio clinics, get in contact with us by email or calling 020 7158 0000.
Many of our team are members of the CIPR - meaning we uphold the highest possible standards of our industry.
2015 was a year of learning for me! Even after over a decade in PR, you never stop learning and developing. As a member of the CIPR, I decided this year to start my career personal developement (CPD). Having signed up for the CIPR CPD at the start of the year I was concerned that I may not find the time to complete it by February. To be honest, that last 5 points did seem to be the worst, as I had left it a little late, but I am pleased to say I completed with 3 weeks to go. When I initially logged on to see how you obtained points, I realised that there was an incredible amount of interesting, factual content right there in front of me. Some of it from over the last few years that is still massively relevant to the job we do today. During my time completing my CPD, I found webinars on research and its use in PR – incredibly useful in my area of the industry and it was incredibly insightful. I also had access to resource links I probably would never have considered. One was a great book that I ordered from Kogan Page, I would encourage you all to get a copy of called Planning and Managing Public Relations Campaigns by Anne Gregory FCIPR. I couldn’t put it down! I read it in just a few days of commuting. It was insightful, factual and contained so much anecdotal information – it truly is a must read for PR pros. I have since completing my CPD ordered another of her paperbacks called Strategic Public Relations Leadership. The most exciting thing about CPD is the range of things you can do online. Most webinars, on such a wide range of subjects, are only an hour long so are not overly time consuming. The last one I watched was on PR and SEO, something I thought I would find incredibly hard to follow. However the webinar included questions from the viewers at the end – which then answered most questions that I had written down whilst viewing. Andrew Smith made it easy to understand the topic and follow the conversation, spoke anecdotally and in layman’s terms when required. It was really helpful – and something I soon came to realise was typical of the webinars available to you from the CIPR. What really pleased me when competing the various tasks on my CPD, was my keenness to do more and more. Time was against me for logging additional points, but during my various searches for the last 5 points, I found myself writing down seminars I should look out for/attend, networking events that interested me and more, so I have already started a plan for next year. My biggest regret was not attending more CIPR courses and events, so I have a plan in place to make sure I do in year two too. Colleagues and clients asked me my main motivation for doing the CPD; aside from continuing to learn in an ever-growing and adapting industry, I want to be recognised as an industry professional by increasing my knowledge and understanding. My intention is to complete year two and get assessed to eventually become an Accredited Practitioner with the CIPR. Something I am driven to achieve and available to me thanks to CPD. Jay Evans Account Director, The Relations Group I was heading off in the A1 home to Norfolk the other night when, for the first time, it dawned on me that I had tuned in Radio 4 (and was still on Radio 4 one hour later). I have been doing this for months, but for the first time I started to think... When did I become a Radio 4 listener? The truth is…I don’t actually know! This needed more investigation. So, to start I decided to document my tuning habits daily to see what sort of radio listener I was (For reference, I am soon to turn 37 so no recent graduate!) I start my day with a 4:30am alarm, setting off in the car at around 5:15am – so this is where my radio day pans out… 5:15am – Radio 2 – Vanessa Feltz 6:30am – Radio 2 – Moira Stewart for the news headlines 6:32am – Radio 2 – Chris Evans 7:00am – Radio 2 – Moira Stewart for news of the morning 7:30am – Radio 4 – Today Programme 8:30am – 6:00pm – Office – no control over the station 6:00pm – Radio 4 – Round up of the news and current stories 7:15pm – 9:00pm – Mark Forrest Show – BBC Local Radio To many this may be a surprise. I am a massive music fan and 90% of my listening day is speech based. Ten years ago this would have been very different, with radio 1 and Kiss (national and regional) being the stations of choice in my car. But over recent years, I further understand why radio stations focus on certain age groups and audiences; because we all change. Working in PR, I do have a vested interested in the news. Something my partner (my junior by over a decade) finds of great annoyance. We do fight over channels when we travel together, however we will always be tuned in to our local station as a compromise I am more than satisfied to settle for the half hour and hourly bulletins (thanks KL.FM 96.7). The eclectic mix of stations on my radio day, is quite reflective of the strategy of the broadcasters. For instance; Radio 2 aims to appeal to an audience of over 35 years old – that’s me! Radio 4 is a news and current affairs broadcaster aimed at professionals of all ages – that’s me! BBC Local Radio is where I am not sure I sit. BBC Local Radio’s average audience is 55 years old. Generally over 45 – I am not quite there yet. However, you may or may not know this, but the Mark Forrest Show is network broadcast from 7pm on BBC Local and Regional Radio and has a roundup of all the best stories from across the regions. So – perhaps subconsciously I am looking at the news of the day from a more localised angle? Rajar figures have recently been released and they show some interesting shifts in listening habits – but a forever growth in audience. Whatever your listening habits, try to remember that others have much different tastes and habits. To find out more about these habits and in depth about audience profiles on radio stations across the country, why not give me a call on 020 7158 0000 where we can have a one on one chat, or I will happily and meet your team/s to discuss this in more detail. The RAJAR figures for the last quarter of 2015 were released today and there were even more positive results for national and regional radio.
According to the latest figure, 90% of UK adults continue to tune into their station of choice each week, up by nearly 400,000 on the same quarter last year. With radio as one of our favourite routes to coverage this is great news for us and our clients. The average number of weekly hours of radio listened to in the UK has reached a staggering 1.01 billion. Regional News: Great news for regional stations with Clyde in Scotland up 20%, while congratulations go to the team at Yorkshire Coast radio who are celebrating their highest market share at 21.6%. Likewise in Northern Ireland, U105 recorded its best reach ever - up by 48,000 from last year! Free Radio FM will also be cracking the champagne as they celebrate their best reach since 2013 with 401,000 listeners. The Midlands are also seeing a rise with Orion’s reach now at 1.3 million a week. National Commercial Radio: Capital have overtaken Kiss as the top commercial station with both stations retaining over 2 million each with Magic just falling below the 2 million mark in 3rd place. National BBC Radio: Great news for Nick Grimshaw; the Radio One Breakfast Show secured over 200,000 new young listeners! However, Radio 1 as a whole suffered a loss of listeners. Digital: Digital platforms have seen a fantastic increase in popularity. 56% of the population are now regularly tuning in to a digital station each week, securing digital services a 41.7% of the total radio listenership. As always, radio secures itself as the most popular and continually increasing media of all. To find out more about these figures, what they mean and what they can mean for your PR campaign, give us a call on 020 7158 0000 or email ideas@relationsgroup.co.uk. |
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